Hi, I'm Selina
Digital Adoption Consultant and Founder of Forward Transformation. I help organizations and leaders navigate digital transformation and technology adoption through change management, upskilling, and human-first strategies. Based in The Netherlands, orginally from the UK.
My path to digital transformation was unconventional...
About Me
FROM MEDIA TO TRANSFORMATION
My career began in media as a junior fashion stylist and lifestyle journalist. I developed a curiosity for people, honed storytelling skills, and uncovered insights audiences valued.
I transitioned into internal communications and employee engagement, applying my narrative skills in business contexts. This shift introduced me to organizational change management and digital transformation consulting. I found my calling helping people navigate change.
DELIVERING GLOBAL IMPACT
I've spent 15 years leading digital adoption and change management for global brands including Shell, ASML, TomTom, Nike, BUPA Insurance, Virgin Media and Visa.
My work introduced millions of employees to new ways of working by designing and delivering user adoption strategies for cloud collaboration platforms, digital payment systems, and AI-powered tools. These digital enablement programs increased user adoption rates, reduced resistance to change, and accelerated faster ROI on technology spending.
I specialize in large-scale digital transformation: driving behavioral change across multi-year programs, cross-functional teams, and global technology rollouts. The focus stays consistent: making technology accessible, building digital confidence, and driving measurable business outcomes.
Forward Transformation
Upon moving to the Netherlands in 2019, I founded Forward Transformation to help businesses and individuals develop tailored change management and digital adoption strategies. My work drives technology adoption, digital enablement, and delivers long-term, sustainable success.
I focus on:
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Inspiring behavioural shifts
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Enhancing digital literacy and AI literacy
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Fostering a digital-first mindset
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Digital transformation that centers on people, not solely technology
WHO I WORK WITH: TWO PATHWAYS
Path 1: For Individuals
Professionals and entrepreneurs building AI confidence, protecting their personal brand, and growing their digital impact. You receive copy-and-paste AI prompts, simple guardrails, and tips you apply immediately.
Path 2: For Organizations
Digital Transformation Leaders, People Leaders, Learning & Development teams, and Enablement Teams who need human-centric digital adoption and AI readiness practices. You receive change management frameworks, playbooks, and user adoption strategies with measurable outcomes.
SPEAKER & THOUGHT LEADER
I speak and facilitate workshops on digital transformation, AI literacy, online personal branding, and empowering women in tech to advance their careers. I help others navigate organizational change with confidence through leadership training, digital adoption consulting, and technology enablement strategies
Beyond The Work
BEYOND THE WORK
Outside consulting, I stay connected to what matters. I actively support women in tech communities, sharing knowledge and opening doors for others in the industry.
Travel keeps me inspired. I explore capital cities on foot and absorb new cultures. Soul music and dancing fuel my energy.
READY TO WORK TOGETHER?
Want to collaborate or book me as a keynote speaker? Get in touch. Let's discuss how I help you or your organization achieve digital transformation success and build sustainable technology adoption.
